Alex American Apparel model

How Jewelry Brand Alex and Ani Made It Without Fashion’s Help

width="200"as the Super Bowl may seem like a funny place for a jewellery company to be advertising—amidst all the alcohol, soft drink, technology, and cars—the move was merely another certainly one of Alex and Ani's unconventional business strides.

The Rhode Island company ended up being started by precious jewelry manufacturer Carolyn Rafaelian in 2004. During the last 10 years, the company is continuing to grow 365 % in income from $2 million to $230 million, relating to Privco Media, which uses Alex and Ani. With 41 shops around the country, and 24 more likely to open up this current year, truly the only various other business that competes with Alex and Ani's selling price per square foot is Apple.

Alex and Ani has actually gotten a cult-like following, specifically on East Coast. But while various other jewelry companies like Dannijo and Pamela like gain status through interest and assistance associated with the manner industry, Alex and Ani has bypassed the field of style, pursing their networks for success.

width="200"Attendees at an Alex and Ani launch party in la. Picture: Getty Graphics

"i shall easily acknowledge my lack of knowledge regarding the manner industry, but that is a secured item, " CEO Giovanni Feroce, an old United states armed forces officer which joined the business in 2010, told Racked. "I happened to ben't hampered by recognized rules and circumstances for the manner industry. We're able to function centered on our requirements and not other people's."

"there are numerous techniques for a brand to really make it big: becoming popular with manner insiders is only one, " said Jaqui Lividini, a fashion brand specialist at Lividini & Co. "[Alex and Ani] are a company that the consumer found first and when they truly became a mega brand name, they did not require the style world to obtain big. These are generallyn't in manner jewellery arena since they do not belong truth be told there."

width="200"Feroce shared some insight into the business's success, and pointed for some explicit and "unusual actions" that helped fuel their growth.

Maintaining Production Regional (While Maintaining Spending Down)

Alex and Ani precious jewelry is manufactured out of recycled components and scraps. The brand is most beneficial recognized for their allure bangles, with costs including $28 to $78.

"[The company works closely with] neighborhood mills and refineries to accommodate unlimited options, " Rafaelian informed Racked. "All things are manufactured in The united states from renewable materials derived from eco-friendly processes."

"As a business design, it is successful since the business cuts prices through recycled products but at exactly the same time they need reasonably limited, " stated Adriana S. de Lozado, a senior analyst at Privco Media.


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